Google’s new Trademarked Words bid policy

You might not know this but up until now – or 5th May to be precise – you couldn’t add a competitor’s trademarked word, usually their brand name, into your list of keywords in your Google Adwords. If you don’t believe me try doing a search on Coca-Cola….see….There are no Adwords on the right are there? (Unless you’re trying this after 5th May in which case somebody will  be bidding!) This is because Coca-Cola is a trademarked word. In fact, it’s probably even a slight problem for us to write the word here…but if this post disappears then you’ll know why!

Now then. From 5 May Google is changing (where have I heard that before?!). You will be able to use your competitors brand name in your Adwords. BUT, before you get too excited, they’ll be able to use yours too AND it’s not quite that simple. Before you rush to bid on millions of new keywords the advice is clear: Check with your IT people or agency. It’s a complex set of new rules and the word on the streets is that there could even be legal challenges to it popping up all over the place, so beware, take advice first. Call me and I can help you make the most of the new rules….